Bengaluru, February 06, 2025 — Iconic denim brand Lee® today announced the conclusion of its exclusive India tour in collaboration with Hard Rock Cafe featuring artist 2Blue. Honouring legendary rock bands AC/DC and Guns N’ Roses, the tour included live performances by 2Blue, styled by Lee, at Hard Rock Cafes across India. By celebrating the deep-rooted connection between Lee’s authentic denim legacy and the world of music, the tour honoured the legends of rock music while showcasing the timeless style of Lee denims.
The tour covered 6 cities and 8 live performances, starting at Hard Rock Café, Bengaluru, on 19th October 2024, and concluding in Pune on 25th January 2025. Stops also included Hyderabad, Kolkata, Delhi and Chandigarh. Over 4,000 rock fans enjoyed electrifying performances by 2Blue, renowned for his powerful rock vocals.
Sharing his excitement, singer 2Blue added, “I can’t say that being a part of this tour was a pleasure. Because it was a privilege. You see, AC/DC and Guns N’ Roses aren’t just bands. They are a way of life. What we did as a band together with Lee and Hard Rock Cafe is quite honestly a modest version of God’s work. Many wounds were healed. And many dreams took flight. I am more grateful than the limits of my language can express.”
Nitin Chhabra, CEO of ace turtle, the exclusive licensee of Lee® in India and South Asia, expressed his enthusiasm, stating, “The overwhelming response from rock fans and Lee customers has been incredible. Our collaboration with Hard Rock Cafe and 2Blue created a seamless fusion of music and fashion that truly resonated with the India we know today. Lee’s legacy of cultural relevance and self-expression perfectly aligned with the energy of the rock scene, creating an immersive experience that strengthened customer engagement and deepened brand loyalty.”
Sharing the partner’s perspective, Sanjay Mahtani, Managing Director of JSM Corporation said “Hard Rock Cafe has long been an iconic destination for music enthusiasts and a global platform for authentic & extraordinary talent. The Lee India Tour with 2Blue perfectly embodied our legacy, combining the raw energy of rock music with an unforgettable live experience. This collaboration was a celebration of the shared spirit of passion, creativity, and self-expression that defines the legacy of Hard Rock Cafe & Lee. We are thrilled to have been part of this combined journey that brought people together through the universal power of music, fashion, creativity, and connection.”
In addition to the live performances, Lee hosted exciting pre-event giveaways across retail stores and partner locations, where lucky fans won free passes to the tour. At each event, attendees enjoyed interactive experiences such as a special Lee photo booth, fun activities, and won exclusive Lee merchandise and vouchers.
